Ella Singleton- Outline and Works Cited
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School
Texas Tech University *
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Course
2358
Subject
Communications
Date
Feb 20, 2024
Type
Pages
3
Uploaded by CaptainNeutron6115
Ella Singleton
COMS 2358- DO2
Pre-Planning Section
Topic:
Bud Light Crisis
General Purpose:
To show people how Bud Lights responded to this crisis____
Specific Purpose:
Show the purpose of actively advertising to your target audience___
Thesis Statement: When Bud Light decided to collaborate with Dylan Mulvaney
it raised controversy and created a loss in revenue, and Bud Light failed to address this crisis and
is still actively trying to increase sales and maximize profit.
Intro:
Attention Getter: How does a company lose almost 400 million in profit in 3 months?
Thesis Statement:
When Bud Light decided to collaborate with Dylan Mulvaney
it raised controversy and created a loss in revenue, and Bud Light failed to address this issue and
is still actively trying to increase sales and maximize profit.
Preview of main points:
●
Bud Light failed to reach its target and its attempt to broaden the audience: the company’s
attempt to solve this crisis and the failure to promote its brand.
Body:
Main Points:
●
Remaining Silent is not a solution
○
Megan Larson, a reporter from the Inclusion Solution, said that remaining silent
lost all effort in trying to gain a new audience and left the intended audience
demanding a reason as to why they remained silent
●
how they failed to reach a new audience as well as maintain their old one
○
Brand Strategy & Consumer Engagement Expert, Hogan Shrum, in his article, he
states that Bud Light's attempt to expand its audience failed to promote its brand
by also engaging with the current consumers of the beverage.
●
How they are still struggling to make a comeback after not providing a reason or
explanation.
Conclusion:
●
So When Bud Light decided to collaborate with Dylan Mulvaney it raised controversy
and created a loss in revenue, and Bud Light failed to address this issue and is still
actively trying to increase sales and maximize profit
●
So how does a company manage to lose almost 400 million dollars in revenue in 3
months? The answer is simple. Failure to appeal to the target audience in an effort to gain
an entirely new one as well as well as not responding to the crisis head-on.
Bibliography
Agostinelli, Gina, and Joel W Grube. “Alcohol Counter-Advertising and the Media. A Review of
Recent Research.” Alcohol Research & Health : The Journal of the National Institute on
Alcohol Abuse and Alcoholism, U.S. National Library of Medicine, 2002,
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6683812/
.
Larson, Megan. “The Buzz: Wasted Opportunities: How Bud Light Missed Their Chance to
Become Relevant to a New Generation of Drinkers.” The Inclusion Solution, 9 May
2023,
https://theinclusionsolution.me/the-buzz-wasted-opportunities-how-bud-light-missed-their-chanc
e-to-become-relevant-to-a-new-generation-of-drinkers/
.
“Rediscovering Market Segmentation.” Harvard Business Review, 4 Apr. 2023,
https://hbr.org/2006/02/rediscovering-market-segmentation
.
Shrum, Hogan. “Bud Light’s Missteps in the Dylan Mulvaney Controversy: A Lesson in Failed
Brand Strategy and the Importance of Authenticity.” LinkedIn, 3 May 2023,
www.linkedin.com/pulse/bud-lights-missteps-dylan-mulvaney-controversy-lesson-hogan-
shrum/
.
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